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Research papers

Evaluating soft brand advertising on television including product placement and in-program brand exposures

This paper reviews the paradigm shift in TV advertising from scheduled commercial breaks to the phenomenom of soft advertising. Product placement will become more prominent in the near future. Brands will come out of the ad breaks and invade the...

Catalogue: Asia Pacific 2004
Authors: Akash Chawla, Yogesh Shendye, Atul Phadnis
Company: TAM Media Research
March 28, 2004
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Citation

Chawla, Shendye and Phadnis (2004a, March 28). Evaluating soft brand advertising on television including product placement and in-program brand exposures. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/evaluating-soft-brand-advertising-on-television-including-product-placement-and-in-program-brand-exposures


Research papers

You can't average Asia

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the responses vary.The data also looks at the impact of gender...

Catalogue: Asia Pacific 2004
Author: Georgia Phillips
Company: Add+Impact International
March 28, 2004
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Citation

Phillips, G. (2004a, March 28). You can't average Asia. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/you-can-t-average-asia


Research papers

Once upon a time there was a brand

This presentation considers the power and importance of brand and advertising stories in generating a marketplace in which we all want to participate.After all, the marketplace itself is a matrix of stories, a delicate fabric of dreams held together...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Lucia Rolli, Fiona Jack
Company: Green Light International
November 5, 2003
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Citation

Rolli and Jack (2003a, November 05). Once upon a time there was a brand. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/once-upon-a-time-there-was-a-brand


Research papers

Does out-of-home advertising work?

The 'Out-of-home' marketplace is exploding. There are a few places people go that do not have some opportunity for a commercial message. But do the vehicles in these places accomplish their goals? This paper examines the effectiveness of...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Author: Debbie Solomon
Company: MindShare
June 20, 2003
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Citation

Solomon, D. (2003a, June 20). Does out-of-home advertising work?. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/does-out-of-home-advertising-work-


Research papers

CTM relevance

The research explained in this paper seeks to address some of the unanswered questions relating to how receptivity to online advertising fluctuates depending on the underlying motivations of Internet users.This study recognizes that one of the key...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Michael Zeman, Christian Kugel
June 20, 2003
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Citation

Zeman and Kugel (2003a, June 20). CTM relevance . ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/ctm-relevance-


Research papers

The Dutch outdoor study

In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for presenting results. This paper describes the research...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Lex van Meurs, Peter Kloprogge, Marcel van der Kooi
Company: GfK
June 20, 2003
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Citation

van Meurs, Kloprogge and van der Kooi (2003a, June 20). The Dutch outdoor study . ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/the-dutch-outdoor-study-


Research papers

Drinking under the influence

With the explosion of digital screen media over recent years, there is a need for these new media owners to be accountable and understand how the screens work. This paper presents research solutions to enable ambient media companies to launch their...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Authors: Liz Landy, Sarah Gale
Company: Ipsos MRBI
June 20, 2003
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Citation

Landy and Gale (2003a, June 20). Drinking under the influence . ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/drinking-under-the-influence-


Research papers

The pros and cons of using GPS in outdoor research

This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period. Following the explanation of the whole survey process, this paper...

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media
Author: Andrea Mezzasalma
Company: GfK
June 20, 2003
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Citation

Mezzasalma, A. (2003a, June 20). The pros and cons of using GPS in outdoor research . ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/the-pros-and-cons-of-using-gps-in-outdoor-research-


Research papers

Magazine reader involvement improves ROI

The Involvement Index, presented at WAM 2002, has been embraced as a breakthrough, enabling qualitative data to be effectively incorporated into the planning and buying process and sparking debate over the best ingredients for the Index, along with...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Author: Britta C. Ware
June 19, 2003
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Citation

Ware, B. C. (2003a, June 19). Magazine reader involvement improves ROI . ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/magazine-reader-involvement-improves-roi-